Mobile brand interaction in Southeast Asia: A comparative study
Kae Ahanonu, Patrick Biggerstaff, Aleks Flacuks, Marc Hatfield, Matt Nahman, Kala Seal, Terry Tram, Kris Woods and Daniel YerelianLoyola Marymount University, United States
Introduction
Given that most mobile phone consumers view their phone as an essential device for communication, organization, navigation and entertainment, the opportunities for brands to interact with these consumers on the mobile channel has grown significantly over the last few years. The mobile platform allows an always-on connectivity with consumers and...